PEPSI rewrites cola history and challenges America to rethink its favorite cola with the unveiling of its Super Bowl LX spot, The Choice, directed by Academy Award®–winning filmmaker Taika Waititi.
The Choice follows a cola-loving polar bear who steps up to the iconic Pepsi Challenge and, with only taste on the table, chooses Pepsi Zero Sugar over Coke Zero Sugar. Set to Queen’s anthemic I Want to Break Free, the polar bear’s initial shock of his choice quickly turns into a journey of self-discovery, as he confronts long held assumptions and unapologetically celebrates his newfound identity as a Pepsi lover.
The creative isn’t just Pepsi “poking the bear” – it’s a defining moment that brings the brand’s proven taste superiority to center stage. Fifty years after the original Pepsi Challenge showed America preferred Pepsi when labels were removed, the brand has done it again.
In the 2025 revival of the Pepsi Challenge, 66% of participants agreed Pepsi Zero Sugar tastes better than Coke Zero Sugar, and Pepsi Zero Sugar won 100% of markets where Pepsi conducted the Pepsi Challenge, even in Coke’s hometown of Atlanta.
“For decades, Pepsi has embraced being the challenger cola brand, yet we keep proving we’re #1 where it matters most: taste,” said Gustavo Reyna, Vice President of Marketing, Pepsi. “Cola drinkers care about taste, but when they choose anything other than Pepsi, they leave taste on the table. With Taika adding his unmistakable touch to the spot, we’re on a mission—alongside our newest and furriest fan—to showcase the universal human truth that Pepsi tastes better.”
The return of Pepsi Zero Sugar to the Super Bowl comes at a pivotal moment, following a strong year of growth as demand for zero- and lower-sugar soda accelerates, and consumers seek a cola that doesn’t compromise taste. In 2025, Pepsi Zero Sugar saw 30.8% growth, nearly double the zero-sugar cola category, and reaching more than one million new households.
“I love a good challenge, so I jumped at the chance to take part in what many consider the biggest pop culture competition outside of Streaming vs. Theatrical,” said Taika Waititi. “I’m honored to play a small part in the Pepsi legacy — and the iconic Cola Wars.”
Fans can watch “The Choice” now on the Pepsi YouTube channel here and catch the 30-second commercial during the gameday broadcast.
